Content marketing is also ideal in the B2B sector for generating high-quality leads and increasing reach and traffic. DB Cargo commissioned us with precisely this objective. Until now, the company has kept its B2B customers informed with the print magazine railways and the associated digital newsletter, among other things. With the relaunch, the communication measures were to become more digital and interlinked and optimised along the digital customer journey of the target groups - one of the central challenges in content marketing. This approach makes it possible to generate relevant content with real added value for customers and make it available via the relevant touchpoints.

An analysis showed which content and content formats offer added value for the target groups and optimally support DB Cargo's customers in their day-to-day business. In addition to product information, articles on current trends and news, white papers and webinars have now also been created to impart knowledge. This content is also targeted via social media and brought to the target groups using search engine optimisation and marketing. This is supplemented by media co-operations and sponsored content. DB Cargo now needed a digital content hub as the backbone for the diverse content: DB Cargo Logistik News is integrated into the corporate website, follows its structure and design and offers clever filter options.

In order to fulfil these new approaches and requirements of holistic content marketing, DB Cargo also had to renew its editorial processes. Since then, the communications team has been working with the organisation of the newsroom model: instead of serving channels, it now thinks in terms of topics - and cross-media right from the start. MPM supports DB Cargo as content and strategic lead in all phases of content marketing - from analysis and planning to content creation and distribution, promotion and monitoring. The logistics news was launched in April 2021, and DB Cargo quickly achieved its goals with the new approach: the new digital touchpoints significantly increased the visibility and reach of the B2B customer approach and generated new leads for sales.